Success of Franchises vs. Independent Shops
I bought an existing business, 16 years ago.
My business is 80 years old this year. I could not own a DQ. I
am totally involved in making my own ice creams. I make the
best. I don't think I would be happy just shoveling it out the
door, knowing that my contribution to my community is added
calories with no flavor. No one celebrates creativity, expands
their knowledge of flavor, texture, or balance at a DQ. My
customers grow up, get married, have children and bring them all
to my store to celebrate their love for one another. When
people come back to town to visit friends and family, they visit
my store on the way home from the airport. On Monday I had two
people in my store eating ice cream. One lady says, "I drove
here from Highland Ht's (about 30 miles of city between here and
there), the gentleman next to her says, (as a third person
enters the store) "I've got you beat, I drove here from Columbus
(about 125 miles away). Just then the third person (who has
just placed his order) chimes in, "I've got you both beat, I
just drove in from Orlando. I'll be visiting family for the
next three days (they live about 25 miles from my store), but I
lived near Weber's until I was 11 and the family moved to
Florida (he's 63, now) and I just had to come back for some
Frosted Malt. The lady from across town came for the Lemon, the
gentleman from Columbus came for the Butter Pecan, nothing like
this happens at a DQ. That same night a young mother brings her
9 month old daughter to Weber's for her introduction to ice
cream. She places her on the counter inside my store where I
steady her while mom looks through her purse for money, feeds
her small spoonfuls and the little one absorbs her
surroundings. A priest from a church 18 miles away is visiting
with friends from a former parish and is on his third flavor of
the evening and stops to talk to the young lady about baptising
the baby. Nobody is offended by the priest, the conversation,
the fact that the baby is sitting on my counter, that I am not
helping wait on customers (it is about 30 minutes to closing and
the line is down to 6 people) because we are a unique part of
the community.
Sorry to be so long winded, the moral of the story is... get a
business that fits you. Don't just look at this as buying a
job. If you don't get satisfaction from what you do, the long
hours, hard work, attention to detail and keeping more balls in
the air than you ever thought existed will wear you out. Money
is not enough. Get satisfaction from what you do.
David Ford
Weber's Premium Ice Cream
20230 Lorain Road
Fairview Park, Ohio
July 23, 2011